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This cross-national study draws from the GPDS framework to explore the outreach strategies of two environmental non-governmental organizations (ENGOs) – one in Ohio, United States, and the other in Paraná, Brazil. The study examined and compared ENGOs’ targeted communication practices and their efforts to engage with racial/ethnic and socio-economic minorities within charged political climates. Semi-structured qualitative interview results with ENGO employees and board members show similarities in public outreach strategies, challenges operating in politically charged environments and intentions to address the needs of low socio-economic and minority members of local communities. Many of the communication strategies described as being used by participants correspond to the social marketing theory (SMT) framework. However, ENGO employees reported low levels of confidence in effectively engaging their audience, mostly due to lack of strategic communication training and resources.
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https://bibliotheek.ehb.be:2102/10.1386/jem_00114_1 Published content will be available immediately after check-out or when it is released in case of a pre-order. Please make sure to be logged in to see all available purchase options.